Truly Deeply’s research identified confirmed strong trust in the PTO’s independence and service quality, but also revealed low brand awareness, an outdated visual identity and confusion about the organisation’s full role in the complaints system.​

The work also highlighted the need for more accessible, plain‑language communication, with previous messaging often complex and hard to navigate for people from culturally and linguistically diverse communities and people with disabilities.

A holistic brand strategy was created to align all audiences around a clear organising idea: the brand essence “move forward fairly”, which captures why the PTO exists, what it stands for and the benefit it provides to the Victorian community.​

The strategy defined a renewed purpose, principles, values, core customer promise, messaging and personality, with tailored narratives for consumers, members, policymakers and other stakeholders to make the brand easier to understand and engage with.​

The new brand identity brings to life the essence of “move forward fairly” by embodying positive direction and progress. At its core, a dynamic trinity of arrows represents the key parties in any public transport complaint—the consumer, the operator and the PTO.

Together, the arrows unite to form both a wheel, reinforcing the concept of forward-motion, and a stylised ‘O’, signifying Ombudsman, the independent body that brings all parties together to resolve disputes efficiently and fairly, while also contributing to improved outcomes across the network.

A fresh colour palette of greens and blues, accented by warm highlights, provides a respectful nod to the past while establishing a more contemporary, approachable and assured feel. The visual system is clean, modern and directional, with the arrow motif creating a distinctive framing device that highlights movement, connection and clarity. Paired with a strong yet approachable font and bold yet personable tone, the identity reflects PTO’s brand personality—independent, influential, capable and approachable— ensuring the organisation is seen as both a trusted authority and a constructive partner in shaping a better transport experience for all Victorians.